Market leader Coca-Cola has laid down the gauntlet to its rival by unveiling plans to give away 20 million songs to British consumers via the internet.
Launching in March, one in 10 bottles and cans will carry a winning code allowing drinkers to download a song from mycokemusic.com.
Pepsi is also continuing down the star-studded route with an ad featuring American warblers Pink, Beyoncé Knowles and Britney Spears. The trio will appear as gladiators in a TV and cinema ad running throughout February and March.
The soundtrack, which features the three artists’ version of Queen classic We Will Rock You, will be released as a single.
Meanwhile, Coca-Cola is to remove advertising for its soft drinks from secondary school vending machines.